Pay vs Purpose: How Vietnamese Professionals Define Value in 2026

GeneralDecember 16, 2025 10:16

Vietnamese professionals collaborating in a bright office, symbolising purpose-driven teamwork and career growth.

 Pay vs Purpose: How Vietnamese Professionals Define Value in 2026

This article is written in English for readers in Vietnam. Vietnamese and Japanese translations are available on our website. 

In 2026, the definition of a “good job” in Vietnam is changing. While competitive pay remains important, Vietnamese professionals — especially Gen Z and millennials — are placing growing importance on purpose, learning, and workplace well-being.

The Reeracoen × Rakuten Insight APAC Workforce Whitepaper 2025 found that 70% of Vietnamese workers now rank “personal growth” and “social contribution” among their top career motivators, surpassing even salary in some cases.

As the country’s economy continues to expand, the question for employers is no longer how much to pay, but what employees truly value.

1. The New Definition of Value: Beyond Salary

Purpose Meets Pay

In 2025, Reeracoen Vietnam’s Salary Guide revealed that salary satisfaction alone no longer predicts retention. Instead, employees who believe their work creates positive impact — for customers, society, or their own growth — are 1.8× more likely to stay for over three years.

Vietnam’s younger workforce wants jobs that feel meaningful:

  • 55% say they seek purpose over pay when changing jobs.

  • 61% value learning and upskilling opportunities.

  • 52% want employers with clear CSR or sustainability goals.

📘 Source: Reeracoen × Rakuten Insight APAC Workforce Whitepaper 2025

2. The CSR Factor: Why It Matters in Vietnam

Vietnam’s rise as a manufacturing hub has led many companies to re-evaluate their corporate social responsibility (CSR) policies — not just for compliance, but for culture.

CSR Builds Trust

In an age of transparency, employees want to feel proud of where they work.
A 2025 MoLISA workplace survey found that 72% of employees prefer firms that engage in social or environmental programmes, from recycling initiatives to community education.

CSR Enhances Retention

Firms with active CSR or ESG policies experience up to 30% lower turnover, especially among younger employees who see these initiatives as reflections of leadership authenticity.

CSR Drives Talent Attraction

Japanese-invested and multinational companies that align with sustainability and employee welfare goals are more attractive to candidates, according to both JETRO and Reeracoen’s placement data.

📘 Related Reading: [Beyond Pay: What Vietnamese Professionals Want in 2026]

3. What Employers Can Do to Engage Talent

Build a Learning Culture

Encourage continuous learning by offering training reimbursements, mentorship programmes, and skill-based promotions.

→ Employees with upskilling access show 24% higher job satisfaction, according to Reeracoen’s survey.

Make Purpose Visible

Clearly communicate your company’s mission — whether it’s innovation, sustainability, or social contribution — during onboarding and town halls.

This boosts emotional alignment and employer branding value.

Foster Psychological Safety

Open dialogue and work-life flexibility have become decisive factors for Vietnam’s professionals post-pandemic.

Companies that adopt hybrid work models and employee well-being frameworks see higher retention among high performers.

📘 Related Reading: [Cracking Retention in Vietnam 2026 – Onboarding Matters]

4. How Jobseekers Can Find Meaningful Work

For professionals exploring new opportunities, 2026 is the perfect year to align your next role with your long-term goals.

When evaluating job offers, ask yourself:

✅ Does this company invest in employee growth?

✅ Are its CSR or ESG efforts visible and authentic?

✅ Does leadership value feedback, inclusion, and well-being?

✅ Will this job help me grow — personally and professionally?

If the answer is yes to most, you’ve likely found an organisation that values purpose as much as performance.

📘 Related Reading: [Vietnam Salary Guide 2025: What Employers and Jobseekers Need to Know]

🔍 FAQ

Q1. Are Vietnamese professionals really prioritising purpose over pay?

Yes. Reeracoen’s whitepaper found that 7 in 10 Vietnamese professionals value growth and impact as much as salary.

Q2. Which industries are leading in CSR adoption?

Manufacturing, IT, and banking sectors are making the strongest CSR progress — especially those tied to Japanese or EU investment.

Q3. How can SMEs offer purpose-driven engagement without big budgets?

Focus on mentorship, flexible work, and transparent communication. Culture costs less than cash, but builds stronger loyalty.

Q4. What can jobseekers do to find purposeful companies?

Look for firms recognised for CSR, community involvement, or strong Glassdoor ratings on management transparency.

👩‍💼 For Jobseekers: [Submit Your CV — Find companies that share your values and career goals.] 

💼 For Employers: [Book a Consultation — Build a purpose-driven talent strategy with Reeracoen Vietnam.] 

✅ Final Author Credit

  • By Valerie Ong (Regional Marketing Manager, Reeracoen) 

  • Published by Reeracoen Vietnam — a leading recruitment agency in APAC.

📚 References

🔗 Related Internal Articles 

reeracoen vietnam

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